Do you have a story about your business or cause? We can help you share it! This four-part series teaches you how to use storytelling to connect with your community, build trust, and grow your reach.
Part 4: From Metrics to Movement-Using Data to Champion Your Story
This final session of From Insights to Impact explores how to harness digital analytics to measure impact, refine messaging, and build long-term brand equity. Attendees will learn how to track engagement across platforms, interpret key performance indicators, and use data insights to shape future storytelling efforts. This session also covers how to turn audience feddback and performance metrics into powerful proof points for funders, partners, and press.
By the end of this session, attendees will be able to use data not just to report results---but to reinforce and elevate their brand narrative.
No registration required; just bring your lunch and questions!
Course Overview: From Insights to Impact – How to Tell Brand Stories in News, Marketing, and Online
From Insights to Impact is a four-part course designed to help creatives, entrepreneurs, and communications professionals transform raw data and brand insights into powerful, resonant stories. From securing media coverage to crafting digital campaigns, this course provides a step-by-step roadmap for sharing your brand story across press, marketing, and online platforms. Each session builds toward a complete storytelling strategy—starting with the tactical work of building press lists and scheduling interviews, and ending with the strategic use of data to refine your message and maximize impact. Whether you’re promoting a product, a nonprofit, or a personal brand, Data to Drama equips you with the tools to be both the author and the amplifier of your story.
You’ll learn:
● The Steps of Research and Development for Storytelling and Public Engagement in Public Relations, Marketing and Advertising
● Accessible Technology/AI Tools to Plan, Create, Organize and Share Content for Television, Radio, Print, and Online Media Sources
● Using Public Relations and social media platforms to interpret data and manage relationships in real life and online.
About the presenter: Shannon McFarland is a publicist, investor, and inherent board member raised in central Illinois. A graduate of Urbana High School (c/o '05), Shannon is a seasoned communications professional with editorial experience across STEM, venture capital, sports, and Black classical music in major US markets. Upon graduating from Urbana High, Shannon played and coached volleyball at Clark Atlanta University in Atlanta, GA and received her masters in Recreation and Sport Management from Florida International University in Miami, FL, while working for the 2011-12 NBA Champions Miami Heat. Shannon was inducted into the Urbana Athletic Hall of Fame in 2015, and included in the News-Gazette Best of the Decade 2010-2020.
Starting or growing your business? We can help! champaign.org/launch
Our beautiful, state-of-the-art Main Library opened on January 6, 2008. You’ll find a wide variety of books, movies, and music, as well as free events for all ages. Looking for tech options? We offer free Wifi, dozens of public computers with internet access, and public meeting rooms.
